Competitive priorities competitive priorities high

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Competitive Priorities Competitive Priorities High-Quality Products/Services Definition Customers’ perception of degree of Customers’ perception of degree of excellence exhibited by products/services Some Ways of Creating Improve product/service s Appearance Performance and function Wear, endurance ability After-sales service
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Competitive Priorities Competitive Priorities Service and Flexibility Definition Ability to quickly change production to other products/services. Customer responsiveness. Some Ways of Creating Change in type of processes used Use of advanced technologies Reduction in WIP through lean manufacturing Increase in capacity
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No Single Best Strategy No Single Best Strategy Start-up and Small Manufacturers Usually prefer positioning strategies with: Custom products Job shop or batch Shop focused production Produce-to-order policies -- more flexible and require less capital. -- can Successfully compete with large corporations by: -- can Successfully compete with large corporations by: Carving out a specialty niche Carving out a specialty niche Emphasizing close, personal customer service Emphasizing close, personal customer service Developing a loyal customer base Developing a loyal customer base
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Wendy s McDonald s A higher quality, 100% fresh beef burger (and associated products) sold to an older (over 25) market on an as you want it basis . A uniform, economical, mass produced burger (and associated products) sold to younger market on a standardized basis. Mission & Purpose
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Wendy s Operations McDonald s Operations Made to order Made to stock Customized Standardized Non-automated Automated More technology Worker packed assembly line Batch assembly line
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Wendy s Operations McDonald s Operations Customization important single lines Throughput speed important Moderate job specialization More job specialization Emphasizes quality customization Emphasis efficiency consistency, economy
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TI vs. HP Differentiation: Hand Calculators Texas instruments TI Hewlett- Packard HP Product Lower priced standardized product Higher priced performance- oriented Size of potential market Very large Small Engineering More process and industrial engineers emphasis is in efficiency of manufacturing More product engineers- emphasis is in perfecting new performance features
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TI vs. HP (Cont.) Texas Instruments TI Hewlett Packard HP Vertical integration makes more of components Purchases more of components Manufacturing process Assembly line Batch production bench assembly Production employees Lower skilled assemblers Higher skilled assemblers Distribution Wide system- large number of different retail outlets Narrow focus specialized outlets
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TIMEX (Its early Success) Not taken seriously at first by U.S. and Swiss watch manufacturers, Timex introduced its line of inexpensive watches in 1950. By 1970, half of the watches sold in the U.S. (and lots of foreign countries) were made by Timex.
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